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MKTG 330 NOTES
WEEK 1 BRAND ARCHITECTURE, BUYING BEHAVIOR, THE MARKETING FUNNEL
Brand a calculus, the sum of which depends on a consumers interaction with it
o Old def. image
o New def. customers expectation
Value equation in the middle is the profit & lo

CH 14 Direct Marketing
One-to-one
Feedback
Interactive
Direct marketing an interactive system of marketing which uses one or more advertising
media to effect a measurable response and/or transaction at any location
Changing structure
Huge increase in disc

9/04/14
CH. 2: Role of IMC in marketing process
Marketing strategy [is essential and] ensures a consistent message is being relayed to
public
Strategic marketing plan:
-Competition/competitive analysis: who they are targeting, how, and their results,
proj

11/04/14
Effective Reach: percentage of the media vehicles audience reached at each
frequency increment
- One exposure to an ad may not be enough to convey the desired message.
- Between 3 and 12 was the effective number to get message across
- Now, upwar

Media planning
this series of decisions involved delivering a
promotional message to the prospective
purchaser and user of the product or brand
Medium (general
category of delivery)
is the general category of available delivery
systems which includes broa

Marketing 330: Integrated Marketing
Communications
Fall 2011
VCU School of Business Mission
The mission of the VCU School of Business is to prepare students for successful careers and Lifelong learning by providing management education firmly grounded in

FB Qdoba Quesobliss Showdown
Why do you think it is effective?
It was very effective. The showdown created a voting poll
throughout Facebook where people can vote between
Quesodiablo and Queseoverde. The catchy and amazing
strategy was that it was actual

07/26/2016
Project Info
Pg31 effective marketing plan for you
What is your point of differentiation?
How you want to market yourself to a club or a business
What makes you different and why that difference is valuable: point of
differentiation and promoti

corporate charter Deals with the set of rules that a firm follows when conducting business; these rules identify who is
accountable for major financial decisions.
bylaws A set of rules drawn up by the founders of the corporation that indicates how the co

MKTG 330: IMC
Week 6 Lecture
Social Media
The ultimate goal of paid ads is to drive
meaningful action and engagement from
a pool of well-targeted prospects.
How well you know your audience will
have a big impact on how well your
campaign will perform.
You

MKTG 330: IMC
WEEK 2
Segmentation & Design Thinking
Mass Marketing
Average ideas and plenty of ads
Seth Godin
To whom are we
talking?
The entire
world!
Because of cost, time and energy, it is
nearly impossible to target the entire
audience that has a need

MKTG 330: IMC
WEEK 1 | 8.31.16
Brand Architecture,
Buying Behavior and
the Marketing Funnel
COURSE OBJECTIVES
To explain the concept of integrated communications (IMC) and how it has evolved;
To define the principles and concepts of the marketing proce

10/28/14
CH 10 Media Planning and Strategy
Factors leading to changes in media
Media Plan
~Aims to find a combination of media to communicate a message:
In the most effective manner
To largest number of potential customers
At lowest cost
Media Objectives